With a wide range of applications for the product, defining a 'typical' Zegami user profile was a challenge. To overcome this we came up with the idea of finding a metaphor for the product.
In trials using Zegami had been described as “swimming through data”. This contrasted with the expression about how other internet users felt like they were “drowning in information”. We developed this into a ‘campaign thought’ that Zegami was like a deep-sea submersible. A tool that empowered researchers to explore and navigate a 'sea of data'.
